Red Ocean Strategy | Blue Ocean Strategy |
Compete in existing market space. | Create uncontested market space. |
Beat the competition. | Make the competition irrelevant. |
Exploit existing demand. | Create and capture new demand. |
Make the value-cost trade-off. | Break the value-cost trade-off. |
Align the whole system of a strategic firm's activities with its choice of differentiation or low cost. | Align the whole system of a firm's activities in pursuit of differentiation and low cost. VALUE INNOVATION |
